Merge Tags - Fanaura Documentation

Merge tags are dynamic placeholders that get replaced with real data when your messages are sent. Instead of writing “Hey there,” you write “Hey {fan_first_name}” — and every fan receives a message with their actual name. It is personalization at scale, and it works across every channel: email, SMS, and Instagram DMs.

How Merge Tags Work

The Format

Every merge tag follows the same pattern: {tag_name} Write the tag in your message body, subject line, or button URL, and Fanaura replaces it with the actual data at send time. What you write:

Hey {fan_first_name}! {latest_title} by {artist_name} is out now.
Listen here: {ai_dsp_link}

What the fan receives:

Hey Sarah! Midnight Drive by Luna Ray is out now.
Listen here: https://fanaura.link/midnight-drive

Fallback Behavior

If a merge tag references data that does not exist for a particular fan, it resolves to an empty string. The tag simply disappears from the message.

If a merge tag has no data for a fan, it resolves to an empty string. Structure your messages so they read naturally even without the tag data to avoid awkward gaps like “Hey , welcome!”

Better approach — place merge tags in the middle or end of sentences:

Welcome! We are so glad you are here, {fan_first_name}.

Even better approach — avoid merge tags in critical greetings:

Hey! Thanks for being here. You are going to love what's coming next.

Use merge tags in the middle or end of sentences rather than at the beginning, so empty fallbacks are less noticeable.

The Merge Tag Picker

You do not need to memorize tag names. Every message composer in Fanaura includes a Merge Tag Picker — click the { } icon to open it. The picker provides:

Category browsing: Tags organized by type (Fan, Artist, Music, Tour, Merch, Custom)
Search: Type to find a tag by name or description
One-click insert: Click any tag to insert it at your cursor position
Preview: See a description of what each tag resolves to

Complete Merge Tag Reference

Personal data from the fan’s profile.

Tag	Description	Example Output
`{fan_first_name}`	Fan’s first name	Sarah
`{fan_last_name}`	Fan’s last name	Johnson
`{fan_email}`	Fan’s email address	sarah@example.com
`{fan_phone}`	Fan’s phone number (E.164 format)	+16157296291
`{fan_city}`	Fan’s city	Nashville
`{fan_state}`	Fan’s state or region	Tennessee
`{fan_country}`	Fan’s country	United States
`{fan_vip_status}`	Fan’s VIP tier	Gold
`{fan_engagement_score}`	Fan’s engagement score (0-100)	87

Your artist profile data.

Tag	Description	Example Output
`{artist_name}`	Your artist/project name	Luna Ray
`{artist_bio}`	Your artist bio	Indie artist from Nashville…
`{artist_website}`	Your website URL	https://lunaray.com

Data from your music assets and releases.

Tag	Description	Example Output
`{latest_title}`	Title of your latest release	Midnight Drive
`{latest_artwork}`	URL to the latest release artwork	https://cdn.example.com/art.jpg
`{latest_presave_link}`	Presave link for the latest release	https://presave.fanaura.com/xyz
`{latest_stream_link}`	General streaming link	https://link.fanaura.com/stream
`{spotify_url}`	Direct Spotify link	https://open.spotify.com/track/…
`{apple_music_url}`	Direct Apple Music link	https://music.apple.com/…
`{youtube_url}`	Direct YouTube link	https://youtube.com/watch?v=…
`{ai_dsp_link}`	Smart link that routes to fan’s preferred platform	https://fanaura.link/midnight

Use {ai_dsp_link} instead of platform-specific links when possible. It automatically detects the fan’s preferred streaming service and routes them there — one link for all platforms.

Data from your tour dates and events.

Tag	Description	Example Output
`{next_event_name}`	Name of your next upcoming event	Luna Ray Live in Nashville
`{next_event_date}`	Date of your next event	June 15, 2026
`{next_event_venue}`	Venue name	The Ryman Auditorium
`{next_event_city}`	Event city	Nashville
`{tour_link}`	Link to your tour page	https://lunaray.com/tour
`{ticket_link}`	Direct ticket purchase link	https://tickets.example.com/…
`{presale_code}`	Active presale code	VIPFAN2026

Data from your merch products.

Tag	Description	Example Output
`{merch_item_name}`	Product name	Midnight Drive Tour Hoodie
`{merch_item_link}`	Product page URL	https://shop.lunaray.com/hoodie
`{merch_item_price}`	Product price	$45.00

Any custom fields you have added to your fan profiles are available as merge tags:

Tag	Description
`{custom_field_name}`	The value of the custom field for that fan

Common custom fields include:

{favorite_song} — Fan’s self-reported favorite song
{how_discovered} — How the fan found your music
{birthday} — Fan’s birthday
{preferred_genre} — Genre preference

Using Merge Tags by Channel

Email Subject Lines
Email Bodies
SMS Messages
Instagram DMs

Merge tags in subject lines dramatically increase open rates:

{fan_first_name}, your presave is confirmed
New from {artist_name}: {latest_title}
See you at {next_event_venue}, {fan_first_name}!

Personalized subject lines with {fan_first_name} boost open rates by 20-30%.

Use merge tags freely throughout your email content:

Hey {fan_first_name},

{latest_title} drops this Friday. We've been working on this one for months
and we cannot wait for you to hear it.

Presave now: {latest_presave_link}

See you on tour,
{artist_name}

Merge tags also work in button URLs:

Button text: "Listen Now"
Button URL: {ai_dsp_link}

Keep it concise — merge tags count toward your character limit:

{fan_first_name}! {latest_title} is live. Listen: {ai_dsp_link}

Remember that the resolved tag length varies. {fan_first_name} might become “Sarah” (5 chars) or “Christopher” (11 chars). Build in a buffer.

DMs should feel conversational:

Hey {fan_first_name}! Thanks for the presave.
Here's the link when it drops: {ai_dsp_link}

Merge Tag Patterns

The Personalized Presave Request

Subject: {fan_first_name}, presave {latest_title} before anyone else

Hey {fan_first_name},

I'm dropping a new track called {latest_title} and I'd love for you to be
one of the first to hear it.

Presave it here and it'll automatically land in your library on release day:
{latest_presave_link}

Thanks for always supporting,
{artist_name}

The Tour Announcement

Subject: {artist_name} is coming to {fan_city}!

{fan_first_name}, I'm bringing the tour to {next_event_city} on {next_event_date}
at {next_event_venue}.

Get your tickets here: {ticket_link}

Use presale code {presale_code} for early access.

See you there!

The Merch Drop

Subject: New drop: {merch_item_name}

{fan_first_name},

The {merch_item_name} just went live. Only available while supplies last.

Shop now: {merch_item_link}
Price: {merch_item_price}

Tips and Best Practices

Always test

Send a test message to yourself to see how merge tags render with real data.

Plan for empty data

Write messages that still make sense if a merge tag resolves to nothing.

Use the Merge Tag Picker

Do not try to remember tag names — browse and search instead.

Favor ai_dsp_link over platform-specific links

One smart link serves all platforms. Fans are automatically routed to their preferred streaming service.

Personalize subject lines

{fan_first_name} in email subjects boosts open rates by 20-30%.

Keep SMS merge tags minimal

Every character counts. One or two tags per SMS is plenty.

Combine merge tags with conditions

Use conditions to check if data exists before sending a merge-tag-heavy message.

What Happens Next

With merge tags personalization mastered, learn how to configure flow-level settings. Head to Flow Settings.

​How Merge Tags Work

​The Format

​Fallback Behavior

​The Merge Tag Picker

​Complete Merge Tag Reference

​Using Merge Tags by Channel

​Merge Tag Patterns

​Tips and Best Practices

​What Happens Next

How Merge Tags Work

The Format

Fallback Behavior

The Merge Tag Picker

Complete Merge Tag Reference

Using Merge Tags by Channel

Merge Tag Patterns

Tips and Best Practices

What Happens Next